UK Digital Habits by Generation

How Different Age Groups Behave and How to Reach Them

Report by Bill Fisher  | Feb 24, 2022
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Table of Contents
Executive Summary
Key Points
Understanding the Generational Makeup of the UK
The Biggest Disruptive Trends Across Generations
Acting on the Opportunity: How Best to Reach Your Intended Audiences
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.
Topics
Digital Shoppers & Buyers
Media Consumption
Consumer Behavior
United Kingdom
Table of Contents
Executive Summary
Key Points
Understanding the Generational Makeup of the UK
The Biggest Disruptive Trends Across Generations
Acting on the Opportunity: How Best to Reach Your Intended Audiences
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The pandemic brought older and younger generations closer together in terms of their “digitalness.” However, there are still some sizable gaps in digital behavior. Understanding the differences in these behaviors can help marketers better execute their digital campaigns.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How digital is each generation in the UK?
  2. How do different attitudes across cohorts affect digital behaviors?
  3. How does this inform the ways brands should go about reaching their target markets?

WHAT’S IN THIS REPORT? An exploration of shopping habits, media consumption, and social media use across generations, as well as recommendations for marketers looking to target specific cohorts.

UK Adults Whose Brand Loyalty Has Changed Since the Start of the Coronavirus Pandemic, by Generation, March 2021 (% of respondents in each group)
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KEY STAT: The pandemic supercharged a lot of digital behaviors. It also increased Gen Z’s propensity to shift brands, with 6 in 10 respondents in this group reporting a change in brand loyalty. Baby boomers, on the other hand, remained loyal to their preferred brands, with only 2 in 10 changing allegiances since the pandemic began.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

13charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Understanding the Generational Makeup of the UK
    1. The Biggest Disruptive Trends Across Generations
    2. Acting on the Opportunity: How Best to Reach Your Intended Audiences
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    UK Adults Whose Brand Loyalty Has Changed Since the Start of the Coronavirus Pandemic, by Generation, March 2021 (% of respondents in each group)UK Digital Users and User Ranking, by Generation, 2022
    UK Social Network User Growth, by Generation, 2020-2025 (% change)UK Facebook User Growth, by Age, 2020-2025 (% change)
    UK Snapchat Users, by Age, 2020-2025 (% of internet users)Ways in Which Sustainability Affects Current Purchasing Behavior/Choices According to Adults Worldwide, by Generation, July 2021 (% of respondents in each group)
    Internet Users Worldwide Who Are More Likely to Purchase Products/Services From Brands that Are Leaders in Addressing Important Societal Issues, by Generation, June 2021 (% of respondents in each group)UK Instagram User Growth, by Age, 2020-2025 (% change)
    UK Teen/Adult Holiday Shoppers Who Are Most Likely to Shop In-Store vs. Digitally During Black Friday/Cyber Monday Weekend, by Age, Aug 2021 (% of respondents in each group)UK TV Viewers Who Watch TV via a Streaming Service, by Age, July 2021 (% of respondents in each group)
    UK Adults Ages 65-75 Who Have Access to Subscription Video-on-Demand (SVOD) Services, 2018-2021 (% of respondents)Media Channels Where UK Gamers Are Most Likely to Notice an Ad, by Age, Q4 2021 (% of respondents in each group)
    Consumers in Australia, the UK, and the US Who Are More Likely to Purchase a Product from an Online Store if the Website Featured UGC* or It Is Easy to Click-to-Buy Via an Inspirational Image, by Generation, June 2021 (% of respondents in each group)

    Interviewed for This Report

    Charlie Ashe
    tmwi
    Creative and Client Success Lead
    Interviewed February 7, 2022
    Emre Atalay
    BcnMonetize
    Co-founder and CEO
    Interviewed February 3, 2022
    Kumar Doshi
    Lucid
    Senior Vice President, Marketing
    Interviewed February 8, 2022
    Asher Gordon
    Tug
    Head of Paid Media
    Interviewed February 3, 2022
    Scott Lindsay
    ESW
    Vice President of Marketing, EMEA
    Interviewed February 1, 2022
    Holly Martin
    Incubeta
    Head of Biddable
    Interviewed February 3, 2022
    Darryl Proctor
    Amobee
    Head of Client Success, EMEA
    Interviewed February 8, 2022

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    authors

    Bill Fisher

    Contributors

    Jade Appel
    Associate Forecasting Analyst
    Zach Goldner
    Junior Forecasting Analyst
    Angela Kim
    Senior Researcher
    Rini Mukhopadhyay
    Forecasting Analyst